Among creating successful marketing campaigns and finding the next best technique for reaching the consumer, marketers and brands often find little time to maintain their presence on the web. Regardless, it is an absolutely essential factor in maintaining a good standing with consumers, as well as keeping up with competitors. According to a recent article by eMarketer that reports information from SEOmoz, an SEO software provider, marketers and brands have been focusing a lot of their attention lately on SEO, social media, and content marketing rather than things like conversion rate optimization. Visibility on the web is important, and it is getting pretty expensive, so marketers have been paying close attention to the better ways to keep in sight on the web.

The SEO software provider found SEO was the most time-consuming—and most used—inbound marketing tactic for online marketers worldwide: 23.9% spent more than half their time on SEO. Just 7.8% invested similar time in social media marketing and 6.3% in content marketing.

EMarketer is stating that people are starting to pay even more attention to SEO than they already did, meaning that online presence is becoming a main focus once again. In the survey performed by SEOmoz, 57% of the respondents stated that they work on SEO for their brand or business on a daily basis. Also, 54.2% of these same respondents stated that they find time every day to focus on site analytics and 48.1% of respondents said that they focus on social media presence every day. So, with an average of half of the world’s marketers focusing on these three tactics every single day, there must be a giant demand for online presence.

That is not to say that online presence has not always been of huge concern, but it seems brands and marketers are again putting quite a bit of effort toward the subject.

SEOmoz found over two-thirds of online marketers worldwide generated short-form content assets such as blog posts, social media updates, articles and guides—all of which are used in SEO, social media and content marketing.

Even though the world is being drawn in to becoming a completely visual society these days, with images and videos plastered all over the web, building an online presence cannot really be done successfully with the use of visual content. In order to optimize for the purpose of being visible online, actual text written content is the more effective path to take, because it offers the potential for SEO.

EMarketer goes in depth into which social media platforms are best for online visibility of a brand, but the results come as no surprise. The same social networks that have always worked best still do, and they probably will for a while. Online visibility has quite a bit of weight in the success of a marketing campaign or simply in the success of a brand or company. Of course it is important to find a successful way to reach the people, but they must first be able to find a brand in order to become interested in it.

Written by Michael Levanduski

Michael Levanduski is a news reporter at Performance Marketing Insider. He’s been a writer at one level or another for the past 15+ years. He has three kids and lives in Grand Rapids, MI.

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